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  • May 18, 2010

AM Inbox: Going after the full spectrum of graduates

The Retail Email Blog monitors the email marketing campaigns of more than 100 top online retailers. Here are highlights from my inbox this morning:

Toys “R” Us, 5/17 — Grad Gifts for Scholars of ANY Age! View our favorites‏
Graduation isn’t just for college and high school students anymore, although the most money is certainly spent on graduation gifts for those two groups. Students moving on from middle school, elementary school and even kindergarten are recognized by many parents. In this email, Toys “R” Us goes after the full spectrum of graduates with landing pages with assortments that are tailored to each age group. Beyond the advantage of the targeted landing pages, subscribers’ clicks can be used for progressive profiling, giving Toys “R” Us a better idea of the ages of kids in a subscriber’s household. This can be used for segmentation and dynamic content in later emails.

Click to view this May 17, 2010 Toys R Us email full-sized

Home Depot, 5/17 — Spring Cyber Monday: 5/17 Only- Online Only!
I have mixed feelings about one-day sales announced on the day of the sale. On the one hand, there’s tremendous urgency to take action. But on the other hand, the majority of subscribers probably won’t see the email about the sale until it’s over, possibly causing frustration. Home Depot takes an interesting approach in this email, adding a message to the email after the sale expired that tells subscribers to expect another “Cyber Monday” deal next week.

Click to view this May 17, 2010 Home Depot email full-sized

SUBJECTIVITY SCANNER: Select noteworthy subject lines
Sam’s Club, 5/17 — Memorial Day is on the way! Shop today.
Crate & Barrel, 5/17 — Up to 20% off select Outdoor sets (think Memorial Day...)
Brookstone, 5/17 — Friend, Free Shipping! Fire up the BBQ with our Smart, New Tools!‏
Ann Taylor, 5/17 — Starts Today: The Summer Style Event - Buy One Get One 50% Off Full-Price!
Bluefly, 5/17 — YOU GIVE ME FEVER - Rock Leather & Studs!‏
Wal-Mart, 5/17 — Introducing Top Values: A Special Selection of Great Money Savers‏
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